Although A/B testing has helped many companies improve sales, increase revenue and generate leads, it is still not an adopted practice in part because many organizations either don’t know about it or don’t know how to do it. 4imprint’s newest Blue Paper®, podcast and infographic, Learn to Read: The ABCs of A/B Testing, include steps businesses can use to get started with A/B testing including goal identification, hypothesis development and test element determination.

1. The basics
A road you should travel
The benefits
Plus it is …
The barriers
The beginning
Use A/B testing on …
A/B testing can …
Seven steps to get started:
• Reasons for variant
preference remains
unknown
• Can’t assist
improving other
site aspects
2 versions of an element (A or B) are presented unknowingly to
website visitors to determine which version performs better.
• Sales
• Subscriptions
• New accounts
• No long-term
planning
• Only immediate
feedback
A
Headlines
Headline HEADLINE
Product
descriptions
Website
layouts
Pricing/
promotional
offers
Images
A
B
B
OFFER
Offer
Increase
sales
Improve
conversion
rates
Raise
revenue
Increase lead
generation
Ecommerce
leads increase
20-25%
B2B leads
increase
30-40%
Affordable
Easy to
maintain
Measures
small changes
Provides
results
Only measures
a single key
performance
indicator
Focuses only
on short-term
goals
Fails to capture
behavioral
insights
A/B testing …
• No usability
specialists
required
• Low
maintenance costs
• Replicable
• Requires
few resources
• Button size
• Font
• Punctuation
• Measures
actual behavior
• No more
guesswork
1.
7.
2.
3. 4.
5. 6.
Formulate
a question: “Will
the search button
location make a
difference with
bounce rate?”
Research:
Understand
customer behavior
with analytic tools
Report:
Share results
with the team
to assist in
future planning
Set benchmarks: Determine
the amount of time or number
of visitors needed to obtain
statistically significant results
Test: Create an
A/B test to check
your hypothesis
Develop hypothesis:
“When the search button
is on the left, visitors stay
on the site longer”
Analyze:
Collect results
and analyze to
formulate conclusions
Transform your website and become an
online marketing master with A/B testing.
Sources:
1. Soskey, Ginny. “11 Common A/B Testing Myths BUSTED.” Hubspot. N.p., 12 Mar. 2013. Web. 29 Apr. 2014.
<http://blog.hubspot.com/blog/tabid/6307/bid/34254/11-Common-A-B-Testing-Myths-BUSTED.aspx>.
2. Chopra, Paras. “Mulitvariant Testing in Action.” Smashing Magazine. N.p., 24 Nov. 2010. Web. 05 May 2014.
3. Nielsen, Jakob. “Putting A/B Testing in Its Place.” Neilsen Norman Group. N.p., n.d. Web. 30 Apr. 2014. <http://www.nngroup.com/articles/putting-ab-testing-in-its-place/>.
4.“The Complete Guide to A/B Testing.” A/B Testing: The Complete Guide N.p., n.d. Web. 15 May 2014. <https://visualwebsiteoptimizer.com/ab-testing/>.
You may reproduce and distribute this infographic in its entirety. You may not create derivative works.
(Licensed under the Creative Commons: http://creativecommons.org/licenses/by-nd/3.0/)
www.4imprint.com
Infographic created by www.4imprint.com, based on the
AB Testing Blue Paper®. Download Blue Paper at:
http://info.4imprint.com/bluepapers/ab-testing/
A/B testing